Nonprofit Leaders Share Their Secrets to Success

Success is a word heavy with implications. It means something different to each person and each organization. It’s relative; success for one could look like reaching a million followers on a social media platform, while to another it could be finally hitting a high donation goal or meeting someone with needed resources. 

Success could be a number, a feeling, a noticed impact, or influence. Whatever it looks like to you, big or small, we can all agree that success is something we strive for in creating impact. And just as there is no one correct answer for what success is, there’s no one way to achieve it. 

In my opinion, success is anything that leads to a meaningful win for your organization. As a nonprofit leader, the road to success can often look longer and steeper than most. Creating lasting impact and changing the world for the better will do that! Your efforts are needed and important, but it can be challenging to know what to do to get yourself where you want to be and achieve the success you envision. 

I spoke with a few nonprofit leaders who I admire about what success means to them, what helped them achieve it—and where it led. Their feedback was unsurprisingly invaluable and inspiring, so read on to learn what these nonprofit leaders said were their secrets to success.

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Irene Barton - Cobb Collaborative

Cobb Collaborative educates, engages, and empowers local people and organizations to improve outcomes for children and families in Cobb County, Georgia. 

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What helped you achieve success?

Networking in the community - not just with other nonprofits, but also with funders, businesses, government agencies, and community members.

What success did it lead to?

I ended up being part of the conversation to address issues that aligned with our initiatives. The one initiative area where we really saw growth was mental health. It was a critical issue before the pandemic and now has really been heightened. Because I went to meetings, gatherings, and workshops hosted by a variety of leaders - public health, state agencies, K-12 educators, social services - and could bring information about what we were doing and how we could help address the problem, more opportunities kept popping up. It became, “Have you heard that the Cobb Collaborative is doing a lot around mental health” and, “You might want to reach out and see if the Collaborative has any ideas or resources around that issue.” That led to connections, being at the table, and ultimately - financial investment.  

What is your advice for others to achieve similar success?

​​Much like for-profit business owners, there is a difference between working "on" your business versus "in" your business. My advice is to get connected with others - subject matter experts, thought leaders, peers, and community leaders. You might go to a few meetings where you emerge without a specific connection, but sooner or later, you will build enough of a network that opportunities to grow your organization will start to emerge. 

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Jeff Shaw - Frontline Response

Frontline Response is on the frontlines every day rescuing individuals out of the darkness of sex trafficking and homelessness while preventing children and other vulnerable individuals from falling victim.

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What helped you achieve success?

We have recently undergone a shift from focusing on outputs to focusing on outcomes. Rather than measuring what we do or how many people we do it for, we're looking at how what we do moves the needle in the lives of the people we're doing it for. Being able to take an honest look at impact allows us to better invite partners and donors into the story, evaluate our programs and their effectiveness, and test new things.

What success did it lead to?

We have only just begun, but by next year we'll be able to look at a year's worth of initial outcomes and begin the process of evaluating and updating our programs and services to be most effective. Additionally, we're already seeing the increase in confidence and support from our partners!

What is your advice for others to achieve similar success?

First, bring in someone who understands outcomes and logic models to teach you and to facilitate the process of determining your outcomes. Second, be sure to teach your team about outcomes and bring them on the journey with you. This is a cultural shift and it's important for everyone to be bought in! Lastly, identify a platform that can help you manage your data and monitor outcomes. We went with SureImpact. So far, so good!

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Kayla Stagnaro - Plywood People

Plywood People is a nonprofit in Atlanta leading a community of startups doing good.

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What helped you achieve success?

Time blocking

What success did it lead to?

Time blocking allows me to get things done more efficiently. It also helps me set boundaries, so I can make sure to prioritize the work I need to get done. 

What is your advice for others to achieve similar success?

If you haven't tried time blocking before, I recommend picking one or two tasks to time block for the next two weeks. For example, try blocking off time when you answer emails, so it doesn't consume every down minute (30 minutes in the morning and 30 minutes in the afternoon). After that two weeks, evaluate what worked and what didn't. 

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Rima Patel - Center for Financial Inclusion at Accion

Center for Financial Inclusion at Accion is a global nonprofit committed to creating a financially inclusive world, with a trailblazing legacy in microfinance and fintech impact investing.

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What helped you achieve success?

Building a strong brand and getting the entire team on the same page. A brand can't reach its potential unless the team behind it internalizes the brand values, represents the mission, and understands what makes them unique. If these are not clear to your team, it's probably not clear to anyone else.

What success did it lead to?

Aligning our team and brand has led to a more intentional communications approach, forced us to consider critical questions about our organization, including how we are keeping up with industry trends, and helps us deliver our message to potential partners and donors more succinctly and eloquently. We already knew who we were, but now we can talk about it to others in a consistent way.

What is your advice for others to achieve similar success?

Taking the time to sit down, brainstorm, and have the hard conversations (because there will always be disagreements) will align everyone, their work, and how your organization positions itself to the world. If these internal processes and perspectives are aligned, your brand values and attributes will be better represented to everyone else.

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Rebecca Rothney - Pack for a Purpose

Pack for a Purpose positively impacts communities around the world by assisting travelers who want to take meaningful contributions to the destinations they visit.

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What helped you achieve success?

My success was achieved with the talents of my incredible friends, their willingness to donate their time and skills, and their belief in the mission. This, of course, was ensured by providing them with my hot, out-of-the-oven, homemade, mint chocolate chip cookies. In addition, we have many outstanding universities in the area, which have been a source of excellent interns. 

What success did it lead to?

Our success has allowed us to grow in the last 14 years from 29 participants (accommodations and tour companies) in 15 countries to more than 400 participants in over 50 countries. Each one of these participants supports local community projects that enhance the welfare of the community. 

What is your advice for others to achieve similar success?

Know how to bake a great cookie! Have generous and talented friends. Be persistent. If someone answers no, ask someone else until you find the person willing to say yes. Work as a meritocracy. The best ideas, no matter the source, are the ones that will lead to success.

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Derreck Kayongo - Africa Mbele

Africa Mbele is a movement that aims to educate, mobilize and activate the Diaspora community in order to end extreme corruption in Africa.

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What helped you achieve success?

"Investors" are people who participated in my formation from the day I was born to the day I built my first company. They include my parents, a missionary woman from Pittsburgh who helped raise me, a believing investor who donated money for me to go to college in Boston, an excellent formal VP at Hilton hotels who joined my board at my company and helped me get $1.3 million from Hilton to build my first factory, and the hotel industry that believed in my idea to recycle and repurpose partially used soap from the hotels. Without these investors and more, I would have never been successful!

What success did it lead to?

My organization was then able to provide soap to people all over the world that faced natural and human-made disasters. For example, the Haiti earthquake and the Ebola epidemic in Liberia. But perhaps an even better outcome is that because of our work at the Global Soap Project, the hotel industry has responded to the waste by mounting liquid canisters in bathrooms. I'm proud of that shift and that is my legacy.

What is your advice for others to achieve similar success?

Don't wait for all the ducks to be in a row. Start and learn the art of improvising along the way, because if Mike Tyson taught us anything, it was that everyone has a plan until they are punched in the face, then everything goes out the window. Plans are good, but improvising with cleverness is even better.

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Ashley Jones - Love Not Lost

Love Not Lost is on a mission to revolutionize the way we heal in grief. They photograph people facing a terminal diagnosis to celebrate life and preserve memories together with their families and those they love.

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What helped you achieve success?

As I was learning how to run a business over a decade ago, I kept hearing mentors say the phrase, “innovate or die.” It’s been some of the best advice that I have taken with me as I have started a nonprofit, too. The reminder of death in the business sense keeps me from getting complacent, and actually in life too.

It’s kind of ironic that the nonprofit I started is focused on helping people with death and healing. Keeping the end in mind can be so inspiring and fuel creativity as well. Why go through life being bored?!

What success did it lead to?

It’s led me to create fun and successful events - our most recent one coming up is our UN-gala with another new concept in the works for this fall/winter.

What is your advice for others to achieve similar success?

Take the same advice I did: Innovate or die.

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Luiza Raposo - The Georgia Center for Nonprofits

The Georgia Center for Nonprofits is Georgia’s largest association of nonprofits. A hub for social innovation, GCN creates thriving communities by helping nonprofits succeed.

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What helped you achieve success?

Not trying to do everything for everyone but being strategic about goals, which helped clarify what to focus on.

What success did it lead to?

Each year on Giving Tuesday, GA Gives raises millions of dollars for Georgia nonprofits and raises awareness of the sector.

What is your advice for others to achieve similar success?

Don't skip planning and go straight into tactics/executions.

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Emily Laney - Girl Talk, Inc.

Girl Talk inspires all girls to be confident leaders through peer-to-peer mentoring programs.

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What helped you achieve success?

Building relationships has led me to success at Girl Talk. Two examples come to mind. One, I applied to join a nonprofit leadership program through Chick-fil-A and Plywood People. Being accepted to that program gave me an instant community of fellow nonprofit leaders. Their expertise and support has meant so much. Additionally, the connection with Plywood People has led to operational success for Girl Talk, as we learned about the opportunity to become Plywood Place members, saving us money each month on office space and giving us more opportunities for networking.

Secondly, I have tried to be brave and reach out to people on LinkedIn, asking to connect to get their advice or talk about our organization. I've been honest and reciprocal in those conversations, which has led to event sponsorships, board members, and new relationships. It's been amazing to see how willing people are to grab a cup of coffee and chat.

What success did it lead to?

It's led to more relationships, cost saving, sponsorships, and increased fundraising revenue.

What is your advice for others to achieve similar success?

Do not be afraid to ask someone to connect. Most people are happy to grab a cup of coffee and chat. Be clear in your intentions but focus on relationship building. Have an agenda in mind and talking points but allow the conversation to flow and be natural. And try to not make conversations one-sided—ask if you can help that person with anything or make connections for them as well.

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Simon Doble - SolarBuddy

SolarBuddy is an impact organization uniting a global community to illuminate the futures of all children by gifting solar lights to children living in energy poverty.

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What helped you achieve success?

Perseverance, persistence, passion, purpose.

What success did it lead to?

We had triple digit year-on-year growth in our first four years, and we were operational in 54 countries within six years.

What is your advice for others to achieve similar success?

You really do have to love what you do to keep going through all the adversity and challenges, and do it all for the right reasons that are true to your ethics and morals. Otherwise, don't bother.

Whether it’s networking to form new relationships with investors, donors, or supporters, time blocking to achieve tasks, or building a strong brand with your team to get clear on your mission and communicate it to the world, all of this advice can help your organization make a bigger impact. How can you incorporate these tips into your success plan? 

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I'm Kristi Porter, and I started Signify to help small nonprofits and for-profits with a social mission get noticed and grow through effective marketing and communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to make sure you focus and shine. When you succeed, we all win.

The Ultimate Guide to Creating Testimonials That Demonstrate Your Mission and Attract Social Impact Stakeholders

There’s a reason why Amazon, Google, and Yelp reviews are so popular. We value the opinions of others, especially when we’re making decisions on whether or not to invest our time, money, or support into a product, mission, or organization. 

Marketing your organization is vital, but what will really make it stand out is having stellar testimonials from real, enthusiastic people. 

Gathering and utilizing strong testimonials can make a huge difference for your organization because they can turn potential customers, donors, or partners into dedicated stakeholders and avid fans. 

That’s where this guide comes in! 

You’re already a fantastic advocate for your organization on your own, but all the work doesn’t have to fall solely on you.

Building a library of powerful testimonials you can pull from will drive more supporters, customers, volunteers, and partners to your organization—and help spread your mission even further. 

With this ultimate guide, you’ll learn more about…

1. The best questions to ask to get the most useful testimonials 

   Great testimonials start with great questions. If you’re wondering how to get your customers, donors, volunteers, and partners to provide thoughtful and valuable testimonials that showcase the strengths of your organization, this guide is chock full of sample questions and pro tips.

2. The different types of testimonials and how each may benefit you

   Whether it be a written testimonial in the form of a Q&A, a short story, or a video testimonial, different formats can work better for different businesses, initiatives, or platforms. 

3. How to make the most of your testimonials 

   Once you have them, you have to use them! Your testimonials should become an integral part of your marketing strategy and be displayed in multiple spots. These gems are proof that your organization changes lives and makes a positive impact, so share them every chance you get.

4. Examples of strong testimonials 

   To give you a teaser of what you can expect to see in this guide, here are a few sneak peek examples:

If you’re a nonprofit, draw inspiration from this video from Habitat for Humanity, which highlights a volunteer’s experience. Or, take a look at how SERV International uses a short story format to tell the story of Rebecca, a young woman directly impacted by their work and mission.

If you’re a for-profit, see how Thrive Cosmetics uses a real customer video to demonstrate the benefits of one of their products. I also have client testimonials for Signify showcased on my Instagram, my website, and via email blasts.

This is just the tip of the iceberg of all you can learn about creating and showcasing testimonials. 

The work you do is important, and this guide gives you the tools you need to create testimonials that demonstrate your impact and attract new stakeholders to your cause.

Though the process of asking for testimonials can seem intimidating, the benefit of having strong first-hand accounts advocating for your organization will amplify your efforts, your voice, and your mission.

Grab your guide here:

More Than Words

$15.00

The Ultimate Guide to Creating Testimonials That Demonstrate Your Mission and Attract Social Impact Stakeholders

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I'm Kristi Porter, and I started Signify to help small nonprofits and for-profits with a social mission get noticed and grow through effective marketing and communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to make sure you focus and shine. When you succeed, we all win.

7 Ways to Foster Team Growth That Will Make Your Organization Thrive

People are the biggest asset to your nonprofit or social enterprise. Volunteers, employees, partners, customers, and donors all help build your organization, and supporting those people in growing personally and professionally will further extend your mission into your community. When you allow talent to prosper, it benefits you, them, and the world at large.

And because our world is undergoing rapid change, the workforce has become highly competitive, multi-generational, and international. Retaining a positive, well-rounded team is vital for your organization's success. Investing in your people and letting them know they are valuable team members is crucial for your longevity, even if they are dedicated yet unpaid volunteers.

But how do you do this? Keep reading for seven ways to foster team growth that will make your organization thrive.

What Does It Mean to Grow People?

When you plant something, it must be nurtured, watered, and pruned. People respond well to similar methods. You’re bringing people into your organization to teach them about your mission so they can become the best advocates they can be. But no plant can grow without a little help! 

And since good people are in short supply, one of the best ways to keep them motivated is by creating a happy work environment. Nonprofit and social enterprise leaders must keep their fingers on the pulse of their people. Hiring new staff is an investment of time, stress, and money, so it’s better to ensure your team is well taken care of and foster an environment of growth and contentment. 

Give your team a sense of belonging in your organization. Water them by providing encouragement and fostering healthy workplace boundaries. Prune them by sharing lessons and educating them on your goals, expectations, and methods. Then watch them grow! 

Happy team members will want to stay. Pew Research alludes to the great resignation of 2022 and explains why people are leaving their jobs. Since the impact of the pandemic, more and more people have realized they weren’t fulfilled and that life is too short to work in an unhappy environment. 

To be clear, a less than desirable workplace often looks like little to no advancement opportunities, working long hours, and low pay, so take stock of what you offer from both your perspective and your team’s perspective.

People spend over 50% of their lives working—especially when the work is mission based. It can be extremely gratifying but also very exhausting at times. Why not make the workplace a happy, growing, advancing environment? When employees and volunteers know leaders are “for” them and want the best for them, it breeds loyalty to the leadership, the workplace, and the cause.

Make Your People Feel Important

People are multi-gifted, and sometimes it takes giving someone a new task to reveal a new talent. Leaders make a huge mistake by trying to do everything themselves and only delegating small tasks to other team members. 

You don’t have to do it all! Trust people by delegating the best tasks and not micro-managing. Allow your volunteers and employees to learn new things. Giving people important tasks makes them feel valued, trusted, and gives them autonomy. And it helps alleviate your workload, too. You no doubt want to grow your nonprofit or social enterprise, and it will take a diligent team to do so.

Also, take a look at your turnover rate. A high turnover rate is a sure indication that people are not happy. And those that stay will then find it difficult to establish connections and see their role as more than a job. 

When a social impact organization is able to keep the right people, it enhances the culture, the brand, and therefore, the mission. A happy staff creates a happy organization which gives the organization a quality reputation and allows you to reach even more people.

How To Retain High-Quality Talent for Your Nonprofit or Social Enterprise

1. Value People

   The whole organization must be involved in the process of valuing each other. Reward service by telling stories of the amazing work people have done. If encouragement isn’t your first instinct, work at it. Leave post-it notes on computers with nice messages, or put a small gift of snacks in a communal area at the beginning of a long day. 

   This can be done virtually, too! Send quick messages or emails of gratitude every now and then, encourage team members to share something fun about their evening/weekend at the beginning of meetings, or send e-gift cards to show appreciation.

   Inspire your team with a story of accomplishment from a volunteer or staff member, and remember to give everyone a turn. Allow your leadership tone to highlight each person’s worth.

2. Understand Your People

   Every person has unique motivations. Some are motivated by affirmation, others are inspired by feeling needed or providing for their family. As leaders, understanding each person's objectives, driving forces, anxieties, and potential roadblocks will earn a deep and mutual appreciation. When people feel understood, they are far more inclined to share their struggles.

   Understand that everyone you work with has a life outside of work. Their job may be their calling, but it is also a means to be paid to support themselves or their family. Volunteer work may be something they’re passionate about, but they’re also taking time out of their likely busy schedule to do so.

   Providing a balanced work-life environment in your organization is paramount. When people work for a calling, they become more driven, which can also wear them out. Mental health days are now a significant part of life and work, so take a look to see if this is something you can provide..

3. Cultivate Managers Who Understand People

   People grow when you invest in them by cultivating strong leadership qualities. The development of everyone inside the organization should be a priority. Offer leadership programs and mentorship opportunities. These foster a culture of openness and transparency and enable your people to succeed. 

   Talking openly and regularly is a great first line of defense if you’re feeling an undercurrent of dissatisfaction.

4. Offer Enough Opportunities for Growth

   At some point, people will have to retire. Invest in the younger people in your company to be competent fundraisers, salespeople, administrators, marketers, and talented people growers no matter their role. By the time the older staff are ready to pass on the baton, the younger generation will be prepared to take it. 

   Look out for people who make the best leaders early on. Teach them all they need to know to run the organization and trust them with challenging tasks that promote personal growth. Remember: Leaders also need a vacation!

   There are plenty of resources you can offer your team members (and take advantage of yourself) that can help foster growth. Check out courses on LinkedIn Learning, Udemy, or Coursera to start. You can search through hundreds of different courses and filter by subject, such as nonprofit management, social enterprise success tips, and leadership skills. Skye Learning also specializes in online courses and credentialing catered towards nonprofits, and nonprofitready.org offers more, too—and for free!

   You may also want to consider developing a mentor program within your social impact organization. This can be a great way to connect C-suite leaders with junior staff so they can learn more from someone who has worked in your organization longer, is more familiar with your mission, and has a wealth of career experience to share.

   Offering a continuing education program to your team is a great idea as well. Even if you don’t have much room in your budget, baking in a small amount for continued education can really motivate your team to continue developing their skills. This allows them to become more proficient in their role and more valuable to you!

5. Recognize Outstanding Work

   People feel appreciated when their efforts are valued and recognized. Acknowledgment of employee or volunteer effort sparks discussions about building on their achievements and using their abilities for future tasks.

   According to statistics by Deloitte, companies with very effective recognition programs experience just over a 30% decrease in voluntary turnover. Meaningful work maintains a high level of staff engagement.

   Recognition is part of valuing your team members, but creating and implementing an official, formal recognition program takes it a step beyond just a note on a desk or an extra snack in the break room. You can outsource to a company like Motivosity or Rewardian to help you create a network for your team to recognize each other, and allow you to send cash rewards, spot bonuses, and personalized notes to individuals. 

   Your recognition program can also simply be what you make it. Providing raises and promotions where due, offering semi-regular perks such as free lunches, product discounts, or reimbursements, and hosting team building trips, conferences, and outings can all fall into this category.

   Recognition is important for morale. It leads to more engaged teams, happier workplaces, and higher productivity. So make sure your employees, volunteers, donors, and partners know you recognize their hard work! 

6. Encourage Teamwork and Connection

   Outstanding managers create collaborative teams. People who experience working in a connected team environment are less inclined to explore other job possibilities. Volunteers who connect with other volunteers and feel appreciated are more likely to continue advocating for your organization and attract others.

   A happy work environment is also creative, where people are not afraid to put forward ideas. And an atmosphere that encourages critical thinking will add to an organization's problem-solving identity.

   Encourage teamwork, cooperation, and decision-making. Develop a reputation for dealing with problems swiftly and effectively without judgment. Create a light environment where people are playful and laugh often, even when you are advocating for a serious cause. Not only does it decrease stress, but it fosters connection with each other. 

7. Build Organization Resilience

   In an ever-changing world, change is here to stay, and the only way to succeed is to accept it. According to the World Economic Forum, organizations that build resilience in the face of change are the most successful. A change management plan can guide and support your team through any rough waters and ensure a smooth transition.

   Leaders must build resilience within their teams by making the purpose of what they do clear and keeping open communication. When something happens, clearly define and explain it to your people. Determine what the effects are and communicate them, and then provide training and support to help your team adjust and adapt.

   Leaders must have the ability to move quickly and easily in the face of change. Encourage your teams to take ownership and create an environment of open communication and you’re well on your way to honing that ability.

You work hard to spread your mission, and part of that work is creating a team of people to help you do it. Fostering a healthy environment that encourages growth allows your volunteers and employees to thrive and motivates them to keep your social impact organization moving forward. 
When it comes down to it: The best way to keep great people is to want the best for them. Retaining people who believe in what you do and what they do creates longevity for your nonprofit or social enterprise. Purpose keeps the vision alive, so make sure your team knows that purpose and feels appreciated and empowered to let it shine.

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Segba Eseoghene Keva Laya is a content writer with extensive experience in the field and with her own blog. In the future, she hopes to become a life coach and continue sharing ideas on her own website. She holds a Bachelor of Arts in History and International Studies from the University of Uyo.

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

How to Build a More Environmentally Friendly Business in 2022

As we head into a new year, one (quite important) thing seems to be at the forefront of all our minds: the environment. Every day we are inundated with more news about climate change, and it just seems to be getting worse.

Instead of becoming overwhelmed or losing hope, though, we should be taking a harder look at our own habits, both personally and professionally. Reducing, reusing, and recycling can make a difference—and so can our business practices. 

I attended my first Sustainable Brands Conference in October 2021 and was inspired by the examples of many companies that are already making big strides . . . and paving the way for others to do the same. 

And it’s clear that this isn’t a trend; it’s a movement. In fact, according to Andrew Winston, author of The Big Pivot and one of the conference speakers, the search term “sustainability” has grown 10 times since 2015, with more and more people wanting to empower themselves to become more eco-conscious. Like the proactive and caring people in the Signify community, these people want their purchases and their support for organizations to reflect that value, too. 

Companies and nonprofit organizations must take the lead and make an effort to build more sustainable models for our collective future. The demand for transparency and environmental efforts from all stakeholders is growing, and regardless of the pressure, we should all want to help keep this planet we call home safe, clean, and in good shape for future generations. 

Here are some key takeaways that I learned from the Sustainable Brands conference that can help your organization become more eco-aware and eco-friendly. 

What to Remember When Starting Your Environmental Journey

There were several overarching themes from the conference that I found particularly helpful when thinking about how to take action. Here are four things to keep in mind as you begin the journey towards a more sustainable business. 

1. Be transparent 

   As briefly mentioned above, transparency is a big one to keep top of mind. It seemed to be on every speaker’s mind and was reiterated over and over again. Virginie Helias and Victor Aguilar of Procter & Gamble advised being upfront and honest about your successes and your failures. We can’t be perfect, but your audience values your effort towards creating a greener business, and they want to see it. 

2. Go carbon positive

   We’ve all heard the common environmental buzzwords like “carbon emissions” and “greenhouse gases,” and we now know how harmful they are and how they contribute to climate change. Going carbon positive means taking more carbon and greenhouse gases out of the environment than you put in. It’s a step beyond carbon neutral. We need to do more than the bare minimum now (“carbon neutral”) and incorporate practices that help us stay carbon positive.

3. Treat your employees well 

   Ethical business practices go hand-in-hand with creating a more sustainable organization, too. People want to support organizations that pay livable wages and treat their employees well. And when you follow this, you’re attracting the right people to your business who are aligned with your purpose. Treating your team well means building a strong foundation full of people who truly care about your organization and cause, and giving them the energy and motivation to keep your mission moving forward.

4. Educate your audience

   Not only can you take action within your organization, but it’s also important to consider how you can help educate the masses. Your efforts can inspire people to make simple, day-to-day changes on an individual level as well. Eco-friendly brand messaging can serve as a resource for your audience and teach them how to change their behaviors. Collaboration internally and externally is vital in getting everyone on board—and we need everyone! 

   An example of this that was given is Tide and how they began educating people on the benefits of washing in cold water. It was an idea that everyone could understand in a 30-second commercial, but it was also a step people could easily take to make a difference and feel good about their choices. How can you do the same?

Eco-Friendly Practices for Product Creators and Sellers

One of the hardest parts of building a sustainable organization is knowing where to start. If this is your struggle, you are not alone.

The best place to start is to simply take a look at where you are currently and perform a bit of an eco-friendly audit. From there, you can begin to set some goals for yourself and your organization. 

A participant from a study conducted by one of the presenting companies summed up what most people want very nicely: "A good product at a fair price from a company that treats its employees well, has a clean supply chain, and cares about the planet." If you’re a product seller, here are three places you can start to make that happen:

1. Evaluate your source materials

   Packaging is one of the most effective marketing channels, but is it also effective for your sustainability goals? If you sell products, consider switching to more compostable or recyclable materials such as cardboard and paper, or more recently developed materials like bagasse paper and mycelium (made of sugarcane fiber pulp and mushrooms, respectively). If you have to use plastic, try to stick to one type so customers can more easily recycle it. 

   This can apply to more than just sold products, too. Whatever materials you use for your organization, see if you can make some more eco-friendly swaps.

   You’re already invested in doing good and making an impact, so evaluating where your products come from is just another step you can take for that mission. Are they fair trade? Can you source locally to support the local economy and cut down on transportation? How are your suppliers committed to sustainability? 

2. Reduce your waste

   The pandemic has changed how most of us work, with many office spaces becoming smaller or getting cut altogether. If you do still have an office space, reducing your waste can be as simple as eliminating single-use items like coffee cups, or donating items that are no longer needed so they don’t end up in the trash (and can potentially go to someone who really needs them!). 

   In the early days of the pandemic, I saw an office donate their toilet paper to anyone who needed it since all employees had moved to work from home and supplies were just sitting in an empty space. This was a great way to ensure nothing was wasted, and it even made the local news!

   If you work from home full time, you can take this a step further by looking at how you can reduce your energy usage. This is a double benefit because it can also help you cut costs! Invest in energy-efficient appliances if you can (it’ll actually save you money in the long run), unplug unused appliances, switch to LED bulbs, regularly clean and replace air filters, and turn off lights when no one is in the room. 

   Align your marketing materials with your sustainable practices, too. Send more digital communications and source sustainable swag items like reusable water bottles, organic cotton T-shirts, or canvas tote bags. Your audience will love seeing you make an effort to be more green.

3. Contribute to, or collaborate with, environmental groups 

   Can you donate regularly to environmental programs? For example, you could donate a portion of your proceeds to an environmental impact program during a period of time, or offer to plant five trees for every 10 products sold. 

   Or, can you partner with another environmentally focused organization for a joint fundraiser or campaign? Maybe you can donate supplies or provide goods or services to one! Maybe you can create co-branded content to support each other. These efforts can be incredibly impactful.

   Two organizations to consider supporting are Carbonfund.org and 1% for the Planet. Carbonfund.org makes it easy and affordable for anyone to “reduce and offset their climate impact and hasten the transition to a clean energy future.” 1% for the Planet inspires businesses to “support environmental solutions through annual memberships and everyday actions.” Both of these organizations make amazing contributions and are great resources! 

A good example of these principles is Chipotle, who buys more local ingredients than any other restaurant and who has some of the highest animal welfare standards. They also have a roundup feature in their app to support farmers and causes they care about, and they donate about 33% of their sales, as Brand Marketing Vice President Stephanie Perdue mentioned in her presentation. Take a look at their values page to get some inspiration. 

Making some of these adjustments, big or small, is a great way to align your organization or business with more sustainable practices. Not only is this great for the planet, but it’s also great for your business! 

Communicate Your Sustainability Mission  

One of the presentations at the Sustainable Brands conference was led by Etienne White, Vice President of Brands for Good, and focused on “giving sustainability the storytelling it deserves.” One of his points that really stuck out to me was to beware of the “green hush.” This is essentially when you’re doing important work but not talking about it.

It’s clear that people want to support businesses with ethical and environmental practices. In a presentation from Amazon, it was revealed that Climate Pledge Friendly products have 60% higher click-through rates - that’s incredible and noteworthy! 

People value progress over perfection. It’s easy to get wrapped up in what you’re not doing, but if you’re taking steps to be better that’s still huge! So show it off. Talk about what you’re doing in order to attract a value-aligned audience who wants to not just be a customer but a stakeholder. In doing so, you’re also spreading valuable knowledge so others can make improvements, too.

Craft a mission statement that reflects your values and commitment to sustainability. Etienne advises to try and find the sweet spot between what the world needs, what people want, and your unique offer. Think about who your audience is, figure out what outcome you want, and remember to communicate your mission clearly. Be careful about the claims you make and ensure you understand them before you try to convey them. 

You can also choose one specific goal and communicate that to your audience. For example, Petco has committed to having 50% sustainable products by 2025, according to their Customer & Market Insights Manager, Eleni Kardaras. Nestle has also promised to advance regenerative food systems at scale and hopes to be net-zero by 2050, said Aude Gandon, Global Chief Marketing Officer. 

These are huge goals. If you can make that kind of commitment, do it and tell your stakeholders! It is terrific for your audience to know and invites their accountability. Try adding a mission statement to your website, include it in your code of ethics, highlight it in your marketing, or post about it on your social channels.

Here’s a great mission statement from the nonprofit Fashion Revolution to get your gears turning: “We campaign for a clean, safe, fair, transparent and accountable fashion industry. We do this through research, education, collaboration, mobilization and advocacy.” It doesn’t have a specific number, but it absolutely communicates intentionality.

Focus on advocating for sustainability and educating others instead of getting bogged down in the doom and gloom. The goal is to change behaviors, not just change minds, as Etienne notes. People want to be empowered and inspired, so talk about your progress and encourage public action. 

Use Storytelling That Empowers

As we know, storytelling is powerful. We use it to appeal to our audience’s emotions and to share the importance of our mission. It’s not only how you gain support, loyalty, and trust, but also how you gain integral donations and/or sales. It’s time to craft a new story in business now, and that’s one of sustainability.

Bruce Reynolds, Social Impact and Brand Marketing Specialist for Be the Change Associates, encourages organizations to look at sustainability through social, economic, and environmental lenses. What is the story your organization is telling when you think about these three areas? Are you happy with it?

If not, it’s time to create a new one! In the Storytelling that Empowers workshop of the conference, the speakers reiterated that your story should be simple, consistent, and scalable. Emotion drives action, so get clear on your why. What’s your call to action? 

Yes, this can be a serious topic, but your story doesn’t have to be boring or depressing! Provide hope and inspiration for your audience. Make it personal. Give actionable, scalable solutions or advice. Focus on educating others. 

You will also see more companies and nonprofits begin to address how their mission aligns with Environmental, Social, and Governance (ESG) strategy and Sustainable Development Goals (SDG). As a cause-focused organization, elements like these should already be pretty clear to you, but now it may be time to address your environmental impact as well.

Invest time into creating solid messaging and then get it out there! Make sure to run it by key stakeholders first, though, just to ensure it’s clear, correct, and effective. From there you can put it on your website, print it on your packaging, and include it in some of your communications. 

Build From the Inside Out 

The first place your story should live is inside your organization. According to one of the speakers (sorry I’m forgetting who to credit!),  93% of upper-level executives feel like their companies need to take a social and environmental stance, and 61% of customers find it hard to understand where a company stands or what their environmental efforts are. 

You have to start building sustainability and telling your story internally first. Everyone in your organization should have a hand in impact and be well informed about your goals. Amanda Nusz, Senior Vice President of The Target Foundation, advises defining the words that matter to your organization. Make sure everyone has the same definitions and truly understands them. You and your team have to believe in your goals and model them for your commitment to really shine through. 

In a 2021 Mastercard survey, 85% of adults said they are willing to take action on climate change. Statistics from NextGen also revealed that 72% of Gen Z say they have been greatly affected by climate change, and 60% are also in favor of restructuring the economy for equality and the environment. 

Despite all this support, there is a lot of skepticism, particularly among younger generations, for what companies and organizations are doing to help these issues. Organizations like yours have to take the lead on sustainability improvements and empower and influence the public to become activists, too. At a minimum, you can provide some of the tools—information, data, resources—to help raise awareness and make a change. 

In Heidi Hackemer’s (Executive Creative Director of Oatly North America) keynote, she talked about creating an emotional door, or a gateway that gets regular people intrigued. Incorporate strong messaging and a clear mission with tangible, scalable action from the inside out and you’ll draw more people—and more support—to your organization. 

One example is ECOfashion Corp, who announced they will be putting QR codes into their clothing tags for people to track the supply chain of their product, said Founder and CEO Marci Zaroff. This is a great way to get your audience involved, stay accountable, build credibility, share your values, and be transparent in your efforts.

One thing the pandemic really seemed to solidify is a great need for immediate change. We cannot return back to normal. We must keep improving and building better, more sustainable systems. This planet is the only one we have, so we need to take better care of it and each other. 

Though it may seem daunting or intimidating at times, we all truly do have the power to enact change. The Sustainable Brands Conference filled me with hope and assurance of just that. 

And if you’re ready to get started or solidify your own next steps, Sustainable Brands has even created a Brand Transformation Roadmap to help you navigate this challenge. Start small and slowly build-up to the bigger, more intensive actions. The planet, your audience, and your future supporters will thank you. You got this!

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.